Hannah Peers, media and marketing co-ordinator at game studio Amuzo, explains why more toy companies should be embracing the wonderful world of branded app games.

Eight steps to transforming your marketing strategy with an app game

Amuzo is a team of 26 self-confessed big kids with a wealth of experience developing app games for some of the world’s leading brands to market their products, increase awareness and deliver company messages.

We want to share with you the eight reasons branded app games are such an effective marketing tool that will excite, engage and connect your audience like no other marketing media (we like to think it’s not a coincidence one of our main clients, The LEGO Group, also happens to be the most powerful brand in the world).

1. Fun First. The number one most important ingredient. With lack of fun comes lack of engagement, and without consumer engagement your business objectives have fallen at the first hurdle. Fun naturally leads to longer periods of interaction and, therefore, customer retention. Simple. Fun first, message second.

2. Pick up and play. The ease at which your audience can access your brand is invaluable. Mobile games are accessible anytime, anywhere, increasing the opportunity for brand interaction in an unobtrusive way that suits the consumer.

3. Knowing your audience. Analytic tools give access to very specific information about consumer behaviour. You can determine what motivates your audience, engages them and encourages them to continue playing. Then, using this information, games can be continually tweaked and adapted to suit.

4. Personalisation. The more personal the experience, the more connected the customer will feel with the brand. Whether it’s styling your own character or designing a customisable vehicle, these experiences allow a player to put their own stamp on the game.

5. Multiplayer. The more the merrier. Playing on your own limits the amount of fun you can have. The multiplayer options games offer encourages the involvement of multiple people at one time. This widens the scope of your brand reach whilst inciting interaction and engagement between numerous individuals.

6. Utilising existing rivalries. Whether this is boys vs girls or cat vs dog lovers, taking advantage of rivalries that exist makes the product relatable and creates a sense of competition that will engage consumers.

7. Current trends. Theming a game around current news, events or trends adds the sense of relatability, connecting the audience with what they have a personal vested interest in.

8. Rewards. These offer players a sense of achievement and gratification, motivating them to continue on to the end prize and interact with your brand for longer.

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